The Rise of Social Journalism: An Explorative Case Study of a Youth-oriented Instagram News Account

Abstract

Social media have become indispensable tools for (legacy) news companies and brands to increase online traffic for their own platforms. A recent trend is the production and dissemination of native news content specifically for and through platforms such as Facebook, Instagram and TikTok. This paper uses a mixed methods research design to study the news production and content of @nws.nws.nws, a hugely popular Instagram channel targeting 13–17-year olds in Flanders (Belgium) which is maintained by the newsroom of VRT, the Flemish PSM. The explorative study highlights the differences in journalistic practice when producing news content for online platforms only and the changes it entails for traditional news values, dependency on social media platforms and media regulation.